广告信息在社交平台中的传播模式对比研究

A Comparative Study of the Communication Patterns of Advertising Messages in Social Platforms

摘要: [目的/意义]为深入了解广告信息在不同社交平台扩散模式的差异，帮助企业选择适合自己产品投放的平台，降低无效广告支出，同时便于平台更好地管理不同种类的信息。[方法/过程]本文选取小红书、抖音社交平台作为分析载体。基于蝉妈妈数据网利用爬虫软件等获取2022年10月19日至10月28日社交平台每日热门前十的广告数据，同时获取10月25日两个社交平台排名前十热门广告的评论信息。采用社会网络分析法，从扩散范围、网络结构方面对广告信息在两个平台的扩散模式进行对比研究。[结果/结论]结果表明，广告信息在小红书和抖音平台中的扩散模式存在差异，小红书中不同节点所发布的广告信息扩散范围相差不大，而在抖音中存在部分节点扩散范围较大。研究结果可为企业管理部门及网络平台管理者提供一定的理论支持。

Abstract: [Purpose/Significance] In order to gain a deeper understanding of the differences in the diffusion patterns of advertising information on different social platforms, to help enterprises choose the platforms that are suitable for their product placement, to reduce ineffective advertising expenditures, and at the same time, to facilitate the platforms to better manage different kinds of information. [Methods/Process] In this paper, Xiaohongshu and Tiktok social platforms are selected as the analysis carrier. Based on the Cicada Mama Data Network, crawler software was used to obtain daily top ten popular advertising data on social media platforms from October 19 to October 28, 2022, and to obtain comment information on the top ten popular advertisements ranked on two social media platforms on October 25. Social network analysis was used to conduct a comparative study of the diffusion pattern of advertising information on the two platforms in terms of diffusion scope and network structure. [Results/Conclusions] The results show that there are differences in the diffusion patterns of advertising information in the platforms of Xiaohongshu and Tiktok, and the diffusion ranges of advertising information released by different nodes in Xiaohongshu do not differ much, while there are some nodes with larger diffusion ranges in Tiktok. The results of the study can provide certain theoretical support for enterprise management departments and network platform managers.